A standout session for me in this pantheon of knowledge at the Cannes Lions International Festival of Creativity was 'Rising Phoenix x P&G Studios'.  It was an absolute tour de force of collaborative storytelling in driving both brand and social impact. The speakers for the session included Kimberly Doebereiner, head, P&G Studios and group vice president, Future of Advertising, P&G; Greg Nugent, founder, Harder Than You Think; Sheridan O’Donnell, filmmaker and director, and Ezra Frech, Paralympian and co-founder, Angel City Sports.

Takeaways still buzzing in my head:

1. The power of purpose-driven content
It explored how P&G Studios, in collaboration with 'Rising Phoenix', a groundbreaking documentary on Paralympians, leveraged storytelling to not only build brand narrative but also champion inclusivity and resilience. By aligning with compelling stories of Paralympic athletes, P&G showcased how brands can transcend traditional advertising and contribute to societal change.

2. Innovative storytelling techniques
Immersive cinematography and personal narratives were used to connect with the audience. The speakers highlighted how these techniques can be employed by brands to create authentic and impactful content.

3. Collaboration for greater impact
It emphasised collaboration between brands and creative entities. P&G Studios' partnership with the creators of "Rising Phoenix" realised the potential of collaborative efforts to amplify important messages and resonate with more people.

4. Engaging and authentic brand narratives
The session underscored the importance of authenticity in brand storytelling. P&G's approach to aligning their brand values with the inspirational stories of Paralympians provided a blueprint for how brands can build trust and loyalty through genuine and impactful narratives.

5. Future of brand storytelling
Looking ahead, the speakers emphasised the evolving landscape of brand storytelling, where the focus is increasingly on purpose and societal impact. This session encouraged brands to think beyond conventional advertising and consider how their stories can contribute to positive social change.

All in all, Rising Phoenix and P&G Studios demonstrated how powerful storytelling, strategic collaborations, and a focus on purpose can drive both brand success and societal impact. For those in the advertising industry it offered a glimpse of the future of brand communications, and the role of storytelling in creating meaningful connections with audiences. 

What also excite me personally are the opportunities that exist in India for genuine narratives, and the scope for societal uplift that brands can champion. The future looks bright!

The author is founder, White Rivers Media.